Lead magnets, opt-in’s, freebies. These terms are used interchangeably to describe providing something of value in exchange for you web visitor’s email.

Yes, this is a great way to build your email list!

The first step is to create your lead magnet – a free training video, a checklist, case study, ebook, or spreadsheet template.

You’ll then create a form using your email marketing software, and embed that on your website so that your web visitors can opt in to get your freebie.

Having an auto-responder that triggers when a web visitor provides their contact info on the opt-in form means that an email, with the freebie, will automatically be delivered to them.

But how do you get that freebie into their hands?




Whether you’ve embedded an email form (to gather your web visitors info) on your website or landing page, or you’re using a hosted form, you have the option of sending your web visitor to a Thank You page once they enter their name and email (or just their email).

You could create a page on your website, or landing page builder, specifically as a Thank You page for your freebie. The page would thank them for downloading [your freebie] and provide the link to download the freebie. 

The benefit of doing it this way is that they really do get instant access to the download. The detriment of doing it this way is that they may never open your welcome email.. and that really defeats the purpose of adding a new subscriber.

You want them to open that first email from you because it starts the process of building a relationship between you and them. In this circumstance, you want to give them instant access to the freebie on the Thank You page AND have them receive an auto-response email with the download in it as well.

Here’s an example of one of my Thank You pages:




The second option is to send them to a thank you page where you can upsell them (using a tripwire), ask them to check out your Youtube videos, or join your Facebook group, and send the freebie to them via email.

Obviously, you’ll need to set up an email sequence that is triggered when they opt-in for your freebie. The first email they get should contain the link to the download.

This is, most definitely, the way that I prefer to deliver the download to my subscribers.

The goal of using Option #2 is that I can take the opportunity to thank them, “train” them to open my emails from the start and get them to take the next action while waiting for the download to arrive in their inbox. On some of my Thank You pages I ask them to check out my Youtube videos (allowing me to build my credibility and deepen our relationship); on other Thank You pages I ask them to join our Facebook group.

Be sure to let them know, on your Thank You page, that their download is on the way to their inbox – so that they don’t feel like you didn’t deliver on your promise.




Using Google Drive (now called Backup & Sync) you can host your downloadable PDF, video, or document, and allow your subscribers to automatically download from their email or from your Thank You page.

And the best part? You don’t need to be a techie to set it up!

  1. Start by uploading your freebie to Google Drive (Backup & Sync)
  2. Right click on the file
  3. Confirm that Link Sharing is on and ‘Anyone with a link can view’
  4. Copy the link
  5. Open a new document and paste in your link
  6. Copy this code and paste it into your document
  7. At the end of the code, paste in the characters after id= that you first copied and pasted
  8. Copy the new code and hyperlink from your copy or images in your email. You can also use this code as the button URL on your Thank You page if providing a download there.


Follow along with this video to get your link and insert it into the auto-responder email.


You may want to test both options on different opt-in’s to see which one has better results. You could monitor email open rates on the respective auto-responders to see which one gets a better open rate and link click rate, then adjust your strategy for opt-in’s once you determine which option gets better open rates.


Which method do you use for your lead magnet delivery?

Drop a comment below and let me know!